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1、Copyright 2001 by Harcourt,Inc.1,J.,.,2000Copyright 2001 by Harcourt,Inc.1 1 Copyright 2001 by Harcourt,Inc.1 (1700s;1850s)(1800s;1900):Copyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcourt,Inc.1$80-$242/Copyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcou
2、rt,Inc.1 ,s a a a :Copyright 2001 by Harcourt,Inc.1 ()()Copyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcourt,Inc.1 ,a a Copyright 2001 by Harcourt,Inc.1 (1:26)Copyright 2001 by Harcourt,Inc.1 2 Copyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcourt,Inc.1
3、Copyright 2001 by Harcourt,Inc.1 (2.1)Determination of Item and Quantity Needed Initiating the Relationship Gathering and Studying Pre-call Information Approaching and Initiating Contact Assessing the Situation and Discovering NeedsCopyright 2001 by Harcourt,Inc.1Selection of an Order RoutineEvaluat
4、ion of ProposalsAnd Selection of Suppliers (2.1)Acquisition and Analysisof ProposalsInitiating the RelationshipDeveloping the Relationship Select Presentation Explain Features Confirm Benefits Handle Objections Earn and Gain CommitmentSearch and QualificationOf Potential SourcesDescription of Item a
5、ndQuantity NeededCopyright 2001 by Harcourt,Inc.1 (2.1)DeterminationRecognitionInitiating the RelationshipDescriptionSearch and QualificationProposalsSelection of SuppliersOrder RoutineDeveloping the RelationshipEnhancing the Relationship Follow-up to Assess Customer Satisfaction Take Action to Assu
6、re Customer Satisfaction Encourage Critical Encounters Expand Collaborative Involvement Add Values and Enhance Mutual OpportunitiesCopyright 2001 by Harcourt,Inc.1 :(2.2)Desired State Produce 1,250 units/dayActual State Produce 1,000 units/dayThe GapOrNeed250 units/dayCopyright 2001 by Harcourt,Inc.
7、1 (2.3)OrganizationalOrganizationalNeedsNeedsIndividualIndividualNeedsNeedsFunctionalFunctionalPsychologicalPsychologicalKnowledgeKnowledgeSocialSocialSituationalSituationalCopyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcourt,Inc.1 (P)(I)Copyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harc
8、ourt,Inc.1 s s s Copyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcourt,Inc.1(2.4)63%37%Psychological Attributes“Delighters”Functional Attributes“Must-Haves”Copyright 2001 by Harcourt,Inc.1 s Copyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcourt,Inc.1 (2.6
9、)Copyright 2001 by Harcourt,Inc.1 (2.6)Copyright 2001 by Harcourt,Inc.1 (2.6)Copyright 2001 by Harcourt,Inc.1 (2.6)Copyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcourt,Inc.1 3 Copyright 2001 by Harcourt,Inc.1 :Copyright 2001 by Harcourt,Inc.1?:?I?Copyright 200
10、1 by Harcourt,Inc.1?.Copyright 2001 by Harcourt,Inc.1 (3.1)TrustExpertiseDependabilityRepresentationCompetenceCompatibility/LikeabilityCandorContributionCustomerOrientationCopyright 2001 by Harcourt,Inc.1 (3.2)IndustryServiceProductCompetitionCompanyPrice/PromotionTechnologyMarket/Customer Copyright
11、 2001 by Harcourt,Inc.1 ,a ,.Copyright 2001 by Harcourt,Inc.1 ,.:Copyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcourt,Inc.1 (3.8)Copyright 2001 by Harcourt,Inc.1 4 Copyright 2001 by Harcourt,Inc.1 a A a s Copyright 2001 by Harcourt,Inc.1:?a .,?Copyright 2001 b
12、y Harcourt,Inc.1:“?”“?”“,I?”Copyright 2001 by Harcourt,Inc.1:,.“?”“?”“?”Copyright 2001 by Harcourt,Inc.1:“”“”Copyright 2001 by Harcourt,Inc.1:.“?”“.?”Copyright 2001 by Harcourt,Inc.1 (4.1)&Copyright 2001 by Harcourt,Inc.1:Copyright 2001 by Harcourt,Inc.1:s “?”“?”“?”Copyright 2001 by Harcourt,Inc.1:,
13、“?”“?”“?”Copyright 2001 by Harcourt,Inc.1:“?”“?”“a?”“a?”Copyright 2001 by Harcourt,Inc.1:a ,“?”“,?”“,?”“15?”Copyright 2001 by Harcourt,Inc.1 (4.1)Broad bases and general facts describing situation Non-threatening as no interpretation is requested Open-end questions for maximum informationAssessment
14、QuestionsAssessment Questions Questions probing information gained in assessment Seeking to uncover problems or dissatisfactions thatcould lead to suggested buyer needs Open-end questions for maximum informationDiscovery QuestionsDiscovery Questions Show the negative impact of a problem discovered i
15、n the discovery sequence Designed to activate buyers interest in and desire to solve the problem.Activation QuestionsActivation Questions Projects what life would be like without the problems Buyer establishes the value of finding and implementing a solutionProjection QuestionsProjection Questions C
16、onfirms interest in solving the problem Transitions to presentation of solutionTransition QuestionsTransition QuestionsCopyright 2001 by Harcourt,Inc.1:(4.2)PayAttentionMonitorNon-VerbalsParaphraseand RepeatMake NoAssumptionsEncourageBuyer to TalkVisualizeCopyright 2001 by Harcourt,Inc.1:Copyright 2
17、001 by Harcourt,Inc.1:(4.3)SensingInterpretingEvaluatingRespondingCopyright 2001 by Harcourt,Inc.1:Copyright 2001 by Harcourt,Inc.1 ,Copyright 2001 by Harcourt,Inc.1 (4.8)&,&,&,&a&Copyright 2001 by Harcourt,Inc.1:1.a.2.s.3.s.4.a “”.5.a.6.a .7.Copyright 2001 by Harcourt,Inc.1:5 a 1.2.3.4.5.Copyright
18、2001 by Harcourt,Inc.1 5 Copyright 2001 by Harcourt,Inc.1 (5.1)SettingGoals&ObjectiveTerritoryAnalysis&AccountClassificationDevelopment&ImplementationOf Strategies&PlansTappingTechnology&AutomationAssessment&Evaluation 1 2 3 4 5Copyright 2001 by Harcourt,Inc.1 :a?,Copyright 2001 by Harcourt,Inc.1 :?
19、,?Copyright 2001 by Harcourt,Inc.1 :,.:,:“A”(20%;80%)#=24 (20%;80%)#=52 (20%;80%)#=48“B”(80%;20%)#=12 ,#=24 ,#=12“C”#=4#=8#=12“D”3#=0 ,#=6 5.4 5.4 Copyright 2001 by Harcourt,Inc.1 :(5.5)Competitive PositionSegment 1Level of AttractivenessSelling Effort StrategySegment 2Level of AttractivenessSelling
20、 Effort StrategySegment 4Level of AttractivenessSelling Effort StrategySegment 3Level of AttractivenessSelling Effort StrategyStrongWeakLowHighAccount OpportunityCopyright 2001 by Harcourt,Inc.1 :,Copyright 2001 by Harcourt,Inc.1 :Copyright 2001 by Harcourt,Inc.1 :Copyright 2001 by Harcourt,Inc.1 Co
21、pyright 2001 by Harcourt,Inc.1 a Copyright 2001 by Harcourt,Inc.1 ,(5.7)LowHighMutual CooperationLowHighMutual TrustCompetitive and Defensive Outcomes(Win/Lose orLose/WinOptimized andSynergistic Solutions(Win/Win)CompromiseSolutionsCopyright 2001 by Harcourt,Inc.1 6 6 :Copyright 2001 by Harcourt,Inc
22、.1 (6.1)Copyright 2001 by Harcourt,Inc.1 ConvictionCopyright 2001 by Harcourt,Inc.1 (6.2)Copyright 2001 by Harcourt,Inc.1 (6.3)Copyright 2001 by Harcourt,Inc.1 ,.:Copyright 2001 by Harcourt,Inc.1(1:39)Copyright 2001 by Harcourt,Inc.1 (6.4)SellingStrategy Copyright 2001 by Harcourt,Inc.1 (6.3):Copyri
23、ght 2001 by Harcourt,Inc.1 Copyright 2001 by Harcourt,Inc.1?Copyright 2001 by Harcourt,Inc.1 ;(s)Copyright 2001 by Harcourt,Inc.1 s Copyright 2001 by Harcourt,Inc.1 a a Copyright 2001 by Harcourt,Inc.1 ,a Copyright 2001 by Harcourt,Inc.1 (6.5)Copyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcou
24、rt,Inc.1 Copyright 2001 by Harcourt,Inc.1 “”a Copyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcourt,Inc.1 7 Copyright 2001 by Harcourt,Inc.1 5%a 25-30%a Copyright 2001 by Harcourt,Inc.1 a :1.s.2.;.3.4.5.Copyright 2001 by Harcourt,Inc.1 (7.1)Sales LeadQualified ProspectProspect -“a?”“?”Copyrigh
25、t 2001 by Harcourt,Inc.1 ()()Copyright 2001 by Harcourt,Inc.1 1.2.3.4.a .5.6.a,:Copyright 2001 by Harcourt,Inc.1 (7.4)s .?.?.s?.?.Copyright 2001 by Harcourt,Inc.1 s(7.5)?a.?.?a?s?.Copyright 2001 by Harcourt,Inc.1 s(2:45)Copyright 2001 by Harcourt,Inc.1 1.2.3.4.5.a .6.a .7.Copyright 2001 by Harcourt,
26、Inc.1 Copyright 2001 by Harcourt,Inc.1 Assessment QuestionsAssessment QuestionsDiscovery QuestionsDiscovery QuestionsActivation QuestionsActivation QuestionsProjection QuestionsProjection QuestionsTransition QuestionsTransition Questions 4.1 Copyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcour
27、t,Inc.1 8 Copyright 2001 by Harcourt,Inc.1 ApproachDetermine NeedsSelect PresentationPresentationHandle ObjectionsEarn CommitmentFollow-UpCopyright 2001 by Harcourt,Inc.1 ApproachCopyright 2001 by Harcourt,Inc.1 Approach(1:28)Copyright 2001 by Harcourt,Inc.1 ApproachDetermine NeedsCopyright 2001 by
28、Harcourt,Inc.1 a .:,.Copyright 2001 by Harcourt,Inc.1 ,a A s,Copyright 2001 by Harcourt,Inc.1 a s .Copyright 2001 by Harcourt,Inc.1 Determine Needs(1:28)Copyright 2001 by Harcourt,Inc.1 ApproachDetermine NeedsSelect PresentationCopyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcourt,Inc.1 :A (8.
29、3)InformationGatheringApproachPresentationHandlingResistanceEarnCommitmentFollow-up100%Relative Participation RateNeed DevelopmentNeed AwarenessNeed FulfillmentADAPTAssessmentDiscoveryActivationProjectionTransitionSelect FeatureExplain AdvantageLead to BenefitsLet Customer TalkSELL%Time“The Salesper
30、son”Talks/Participates%Time“The Customer”Talks/ParticipatesCopyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcourt,Inc.1 ApproachDetermine NeedsSelect PresentationPresentationCopyright 2001 by Harcourt,Inc.1 ,s s,a s A :Copyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcourt,Inc.1 ,a .s a a
31、,Copyright 2001 by Harcourt,Inc.1 ApproachDetermine NeedsSelect PresentationPresentationHandle ObjectionsCopyright 2001 by Harcourt,Inc.1 .a .a.Copyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcourt,Inc.1 Handle Objections5:36Copyright 2001 by Harcourt,Inc.1 App
32、roachDetermine NeedsSelect PresentationPresentationHandle ObjectionsEarn CommitmentCopyright 2001 by Harcourt,Inc.1 “”:I .I .I t .“”:Im .I .I t .a .Copyright 2001 by Harcourt,Inc.1 Copyright 2001 by Harcourt,Inc.1 6:15Earn CommitmentCopyright 2001 by Harcourt,Inc.1 (8.10)1.2.3.4.5.s 6.s 7.s 4.5.6.7.
33、8.9.10.11.12.13.14.Copyright 2001 by Harcourt,Inc.1 ApproachDetermine NeedsSelect PresentationPresentationHandle ObjectionsEarn CommitmentFollow-UpCopyright 2001 by Harcourt,Inc.1 a 4:09Copyright 2001 by Harcourt,Inc.1 9 Copyright 2001 by Harcourt,Inc.1(9.1),Copyright 2001 by Harcourt,Inc.1 3.Know2.
34、Connect4.Relate1.Copyright 2001 by Harcourt,Inc.1 (9.2)Preferably before they happen Ask customer how s/he wants complaint resolvedResolve Complaints Set up a regular call schedule Let customer know youll be backContinue to Call on the Customers Regularly Go Over All Orders Correct problem before cu
35、stomer recognizes itCorrect Billing Errors Train even when contract does not call for itTrain Customer Personnel Track Orders Status Informs on Delays Help with InstallationExpedite Orders/Monitoring Installation Relevant Timely High QualityProvide Useful Information Copyright 2001 by Harcourt,Inc.1
36、A a ;Copyright 2001 by Harcourt,Inc.1 “.”A a ,Copyright 2001 by Harcourt,Inc.1 ,Copyright 2001 by Harcourt,Inc.1 a?,?Copyright 2001 by Harcourt,Inc.1Customer Service DimensionsCommunication,communication,communicationResiliencethe salespersons ability to keep going,even when times are toughSalespersons motivation to service his/her customers谢 谢5月-2303:49:3103:4903:495月-235月-2303:4903:4903:49:315月-235月-2303:49:312023/5/17 3:49:31演讲完毕，谢谢观看！